The price of a 30-second spot during the Academy Awards has increased at a faster rate than the price of an ad at the Super Bowl for the first time this year.
Going for an estimated $1.8m for a 30-second slot, considerably less than the $4m asked for Super Bowl in the year, the cost of an Oscars spot is nonetheless up 10 per cent from 2013. In comparison, Super Bowl ad prices were only up by around five per cent year-on-year.
According to Jon Swallen, chief research officer at Kantar, the Oscars is “riding on the coattails of the success of live, big event TV programming.”
Until recently, Hyundai has was the exclusive auto advertiser and Coca Cola has held the non-alcoholic beverage sponsorship for the past eight years. However, both brands will not be participating in this year’s show, set to be aired on ABC tonight, 2 March, with General Motors and Pepsi instead taking their place.
Here’s a look at the ads from some of the other brands investing this year.